Motivation Factors and External Factors Affecting the Decision to Restaurant Startup Business Entrepreneur in Thailand
Keywords:
Motivation Factors, External Factors, Decision, Business Entrepreneur, StartupAbstract
This research aimed to investigate the decision levels of startup entrepreneurs in the restaurant business in Thailand and to explore motivational factors and external factors influencing the decision process of startup entrepreneurs in the restaurant business in Thailand. The study employed a quantitative research approach, using a questionnaire as the data collection tool from 200 startup entrepreneurs in the restaurant business in Thailand. Data analysis involved calculating the mean, and standard deviation, and conducting a stepwise multiple regression analysis.
The research findings indicated that the decision level of startup entrepreneurs in the restaurant business in Thailand was generally high. The aspect with the highest average was decision-making based on cause, followed by decision-making based on results. Regarding motivational factors influencing the decision of startup entrepreneurs in the restaurant business in Thailand, the overall level was high. The aspect with the highest average was the need for success, followed by goal-setting. The aspect with the lowest average was tolerance for uncertainty. As for external factors influencing the decision of startup entrepreneurs in the restaurant business in Thailand, both overall and in specific dimensions, the levels were high. The aspect with the highest average was economic factors, followed by political factors, and the aspect with the lowest average was legal factors. The hypothesis testing results revealed that motivational and external factors significantly influenced the decision of startup entrepreneurs in the restaurant business in Thailand at a statistically significant level of 0.05.
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